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This study aims to examine the determinants of Facebook adoption and its impact on the performance of service-based small and medium enterprises (SMEs) in northwestern Nigeria. The mediating effect of Facebook adoption between the determinants of Facebook adoption and the performance of the SMEs was examined.

A comprehensive framework was built using the technology – organisation–environment framework integrated with the resource-based view theory. Data were collected from 165 SME decision-makers using an online survey. The hypothesised relationships were tested using partial least squares structural equation modelling.

Facebook adoption exerted a positive impact on the financial and non-financial performance of the SMEs. The important determinants of Facebook adoption were relative advantage, perceived risks, top management support, organisational readiness and government support. The mediating effect of Facebook adoption between these determinants and financial and non-financial performance was confirmed.

The findings contribute to better insight into the determinants of Facebook adoption and its impact on the financial and non-financial performance of SMEs. The findings can inspire and guide SMEs on adopting Facebook as a marketing strategy to improve performance and reduce failure rates.

The findings confirm the potential of adopting Facebook for enhancing the performance of SMEs. This is arguably among the first empirical studies to test the mediating effect of Facebook adoption.

This study aims to address the following questions: What is enduring about consumer behavior on social media given that digital and social media (DSM) technologies change rapidly? Why do millennials use social media to the extent they do? The authors’ review revealed that a prevailing theoretical approach that may help answer these questions is inadequate. The technology acceptance model (TAM) from information systems was grafted into marketing to explain consumer technology adoption. TAM predicts Facebook adoption effectively, as demonstrated in the authors’ first study, but does not go beyond that in explaining the why’s behind its use. In a second study, the authors used the means-end approach (MEC) complementarily to unearth the why’s of millennials’ use of Facebook.

The authors used a mixed-methods design combining the structural modeling of TAM with the probing one-on-one interviews and laddering of MEC.

The authors found that the laddering process both widened and deepened TAM’s scope. It not only confirmed the importance of the TAM attributes, perceived ease of use and perceived usefulness, but it also revealed others, in determining adoption. It was also able to dig deeper from these to uncover a mesh of fundamental values that millennials used Facebook to satisfy, such as belongingness, pleasure, social acceptance and inner harmony, in their quest for inner and relational contentment. The authors also found negative aspects that kept consumers away, such as its lack of privacy and the overwhelming nature of unwanted video in its feed, tying these back to important values.

The authors build on prior exploratory work relating to DSM use and uncover psychological drivers of consumer behavior on social media, by blending TAM in a consumer context, and the MEC approach. The TAM-MEC framework used here offers a technology-independent template for other DSM research, by focusing on how and why consumers use media socially.

Managerially, the authors discuss the building of sustainable marketing strategy on enduring consumer values rather than on transient attributes or technologies. The authors also discuss potential areas of vulnerability for Facebook, such as its increasing use of video and live content, which creates negative consumer sentiment and which may drive consumers to competitors.

By blending the quantitative TAM and the qualitative MEC, something that has not been done before in marketing, this research provides trustworthy answers to the research questions. In so doing, this study also contributes some cohesion to the fragmented DSM research field, as called for recently in prominent journals, by anchoring DSM study in well-established theories in marketing.

Social networking sites (SNSs), especially Facebook, have made deep inroads in the teaching-learning process worldwide. The purpose of this paper is to understand the key factors which influence a students’ intention to use Facebook for academic usage.

A web-based questionnaire survey was administered among 218 students enrolled in higher education programme of universities/institutions in National Capital Territory of Delhi. The relationship among the proposed variable were tested through structural equation modelling and neural network (NN) approach. SEM is used to identify and validate the factors significant to influence the intention to use Facebook among students. To further find which of the factors are more influential, factors NN with tenfold cross-validation was used to identify the factors which are more influential among the ones proposed in this study.

The results suggested that the proposed framework has a good fit and the five relationships hypothesized were found to be significant; thus, establishing that the antecedent factors have a positive influence on the intention of users (student) to actively use Facebook as an academic medium for collaborative learning.

This study establishes that the antecedent factors identified in the course of this study have a positive influence on the intention to use Facebook for higher academics and collaborative learning by the students. This paper suggests and supports the adoption and usage of Facebook as a learning tool for higher academics.

The adoption of e-commerce in small and medium enterprises (SMEs) is a much researched topic in developed and developing nations. The application of mobile devices, and social media networks (SMNs) such as Facebook has revolutionalised the e-commerce adoption process in SMEs. However, research into this area is still developing and there is a dearth of knowledge on how SMEs in developing countries enact and apply this phenomenon. The purpose of this paper is to explain how e-commerce entrepreneurship using SMN is conceptualised and applied in SMEs, and to highlight factors that influence this e-commerce innovation.

An interpretive and qualitative case study approach was adopted as a methodological foundation in a firm pseudo-named, myBot. The study employed the contextualism theory as a meta-theoretical framework to conceptualise and analyse the e-commerce entrepreneurship process in the firm. The study employed face-to-face semi-structured and unstructured interviews with the manager as primary means of obtaining in-depth information. Further information was obtained through website content analysis and document analysis of the firm’s reports and observations.

The results unearth a socially constructed feature of e-commerce entrepreneurship that draws from myBot’s manager’s innovative ability to use Facebook and e-mail to increase sales through its niche market. Factors that propelled e-commerce entrepreneurial activities using Facebook include trust, commitment and innovativeness.

The revelation of this study may have changed due to the dynamic changes in the information and communication technology industry and how these are employed in a particular country and region of the world. Thus, results may not be generalised to other contexts. The study has a methodological limitation as it only had one informant who could respond to the study questions.

The study provides a practical application of using the contextualism theory to analyse e-commerce entrepreneurship in SMN.

The application of e-commerce using SMNs such as Facebook widens the scope of tools that SMEs may use.

The study provides a theoretical lens into the understanding of an e-commerce entrepreneurship process using a contextualism theory. The paper showcases how e-commerce using Facebook can be portrayed in a developing country context.

This chapter describes a research study in which data about the uses of Facebook by higher education students were gathered simultaneously with measurements of a set of psychological dimensions (personal and collective self-esteem, self-concept, general self-efficacy, satisfaction with social support and with academic life, and several aspects of academic experiences: interpersonal, career, institutional, personal and course satisfaction). The final result of the study is a path model inspired on the structural model proposed by Mazman and Usluel (2010) in which the psychological variables that have a significant influence on the academic use of Facebook were incorporated. A positive total effect of identity collective self-esteem in the educational use of Facebook was found and a negative total effect was found for public collective self-esteem in the educational usage of Facebook (EUF). Institutional adaptation proved to have a significant positive total effect on students’ willingness to use Facebook for educational purposes. Satisfaction with life was not a direct predictor of the educational use of Facebook. However, it was a direct predictor of the use of Facebook for work-related purposes, which was the strongest predictor of educational use of Facebook. Therefore, although the effect of satisfaction with life in the educational use of Facebook was only indirect, it was nevertheless positive and statistically significant.

While technology continues to make a dramatic and profound impact in service industries and radically shapes how services are delivered relatively little is understood about the impact of advancing technology on customers; their expectations, perceptions and behaviours. As banking enters an increasingly digitised world this study reports on the views of 667 e-banking customers with respect to the perceived potential of social media to add value in retail banking relationships. The purpose of this paper is to propose that in order to realise this opportunity requires the case bank to embrace the second-order level changes required within socio-technical theory (STT) in order that such value can be co-created between the relational parties.

Using the lens of STT to interpret the findings drawn from the case bank’s e-banking customer base (n=5,500), it is argued that social media has the potential to fundamentally change customer-bank relationships and to add value to the way in which the parties interact with each other into the future. A survey methodology was adopted.

The findings presented indicate a wide spectrum of customers actively using transactional e-banking solutions in the case bank. The findings showed that those in the 15-30 age group saw “real-time/up-to-date information” as the main gain of their bank being on Facebook while their older colleagues in the 31-60 age group had a desire for different returns (“competitions, events”). That the analysis showed that age was the only significant determinant of Facebook appropriateness for the case bank, and in the context of the age-related preferences outlined above, the issue of segmentation is strongly highlighted.

This study contributes to the academic domain through a rare application of STT in a service context, offers implications for practice and highlights important areas for future research, inter alia; the role for new media in banking relationships, the impacts of new media on bank staff roles, where value now accrues in bank-customer communication, where social media fits in the promotional mix and relational strategies of banks and what are the issues emerging at the social-technical interface between both customers and staff and new technology and media.

The purpose of this paper is to examine both the Latino/Hispanic entrepreneurs’ social media adoption (SMA) for business purposes and the influence of culture on personal versus business social network platform (SNP) selection.

The Technology Acceptance Model’s (TAM) factors of perceived usefulness (PU) and perceived ease of use (PEU) as drivers of Latino/Hispanic entrepreneurs’ social network platform selection are examined as well as the effect of SMA on revenue. Data was collected from 633 small business owners across the United States via an online survey administered in English and Spanish.

Results indicate that Latino/Hispanic business owners use personal SNP more than business SNP for business purposes. PU and PEU were not found to predict personal SNP for Latino/Hispanic entrepreneurs. However, for Non-Latino/Hispanics, PU was significant while PEU was marginally significant. Findings for PU and PEU as predictors of business SNP indicate similar results for both Latino/Hispanic and non-Latino/Hispanic entrepreneurs, where only PEU was significant. Finally, there was no relationship between either business or personal SNP and revenue for either Latino/Hispanic or non-Latino/Hispanic entrepreneurs.

This research provides more insight into Latino/Hispanic entrepreneurs’ self-directed engagement in personal SNP (Facebook) and business SNP (LinkedIn) for business purposes and invites future research in this population to further examine cultural influence and business performance. The findings support the need for Latino/Hispanic entrepreneurs’ strengthening their competency in social media usage to remain competitive, as doing so will enhance their capability for building customer relationships, brand development, and equity financing.

This investigation 1) examines SMA’s role in Latino/Hispanic small and medium enterprises (SMEs); 2) distinguishes between personal and business social network platforms; 3) investigates TAM’s relevance for Latino/Hispanic entrepreneurs’ use of social media for business; and 4) explores SME social media usage as a predictor of revenue. We seek to provide practitioners with a greater understanding of how they may influence business success and sustainability through better competency development and usage of social media platforms.

The purpose of this paper is to provide an in-depth insight on librarians’ use of the social networking site Facebook as a way to connect and promote interaction with library users. A series of common practices for building and maintaining a Facebook page for information professionals are thoroughly and critically presented.

Two methods were employed for the purposes of this study. Specifically, a systematic review was adopted to identify all the relevant literature concerning librarian’s use of Facebook, and a content analysis of the literature to identify the specific Facebook features used, the way these were employed by librarians, and the reasons these specific features were chosen.

In total, 12 Facebook features used by librarians in the literature were identified through content analysis. The creation of the librarian’s Facebook Profile was the most important featured employed followed by Groups Messages, Wall Posts, Events and Friends.

This study extents a literature review paper (Vassilakaki and Garoufallou, 2014). Therefore, only papers published between 2005 and 2012 and assigned to categories “librarians creating profiles on Facebook”, “Librarians personal experiences on Facebook” and “exploring librarians’ perspectives” were considered with the view to focus on librarians’ views and the way they use Facebook to connect with users.

This study contributes in providing the baseline for creating a series of best practices for librarians use of Facebook for professional purposes. Furthermore, it provides a valuable insight on the specific ways information professionals use Facebook successfully.

Social movements are heterogeneous because they attract organizations from other movements and encourage activists to create organizations “indigenous” to the movement. This chapter examines the structural and technical differences between these kinds of organizations. Employing a contingency theory framework, it is shown that older “spill over” groups are much more likely to be multi-issue national organizations with particular organizational structures. Then, it is shown that these older groups have correlated environments and internal structures, but not their more contemporary counterparts. Finally, it is shown that the adoption of a new technology, the Facebook group, is mainly a path dependency outcome, and not correlated with contingency factors.

The study investigates factors like media, tribal, religious and party politics' influence on Nigerias’ 2023 presidential election choice. It confirms dominant social media platforms and examines their influence on election polls, e-participation and political candidate choice. The main objectives of this study are to: investigate if tribal, religious and party politics affect the respondent’s choice of a presidential candidate, ascertain the respondent's most used social media platform for political engagement and determine how social media platforms influenced the election polls during the 2023 Nigerian presidential election.

A sample size of 384 registered voters was used to survey three states in Southeast Nigeria hinged on the technological acceptance model, the instrumentalist theory of ethnicity and the theory of reasoned action.

The study found that tribal politics did not influence political candidates during the 2023 Nigerian presidential election. However, religious and party politics influenced their choices as well as X (Twitter), found as the most used and most influential social media platform vital for enhancing participatory democracy and informing people at real-time.

The researchers experienced challenges such as ensuring that the respondents filled the questions appropriately to reduce the number of void questionnaires and a funding problem since they had yet to receive any grant to enhance the study.

The study commends improved Internet connectivity and accessibility among the citizens for increased political engagement on social media. It also recommends that the Nigerian government enforce the rule of law in politics to enable diverse tribes and religions to experience democratic e-participation and development without marginalisation or subjugation by incumbent power. The findings affirm that social media is apt in political communication during the 2023 presidential elections in Nigeria. The study is a contribution to knowledge, timely and original.